‘WE’RE NOT HERE TO TAKE PART’

WHICH COUNTRIES & STATES HAS MCGREGOR’S PROPER NO. 12 TAKEN OVER

Proper 12 whiskey has not only got Ireland going crazy, its cunning marketing machine McGregor has taken over most of America too. Visualize the seismic influence Conor’s launch had in the past 30 days against America’s top whiskey brands.

WHICH STATES HAS MCGREGOR GOT FRANTICLY WANTING PROPER NO. TWELVE THE MOST?

We decided to investigate which states got caught up in the McGregor marketing spell. We looked at consumer search data between 09/14/18 to 10/14/18 when the two fight focused marketing events happened, and compare it against 3 of the most popular Whiskey brands in the US (Crown Royal, Jack Daniel’s and Jim Beam).

TOP 5 STATES BY WHISKEY BRAND'S CONSUMER INTEREST

Proper No. Twelve had the biggest search impact in Hawaii, the home of ex-champ BJ Penn and where citizens are well known for their avid love of fighting sports! This was closely followed by Nevada, the state where the UFC 229 events were hosted, then California, Rhode Island, and New Mexico.

*Percentages measure the 4 brands search interest share against each other per US state.

In the top 5 Proper 12 states, a monstrous 41-50% of consumer searches were for Conor’s whiskey compared with the other 3 brands.

Jack Daniel’s retained the most search interest out of the 34 brands at 64% in Tennessee (being Jack Daniel’s home state).

Kentucky also maintained a strong home-state interest, with 48% of consumers searching for Jim Beam out of the 4 brands.

Consumer search interest for Crown Royal was most popular in West Virginia, with 49% searching out of the 4 brands.

GLOBAL INTEREST DATA

THE COUNTRIES SEARCHING FOR MCGREGOR’S PROPER NO. TWELVE

TOP 20 COUNTRIES WITH PROPER NO. TWELVE FEVER

The devotion of the Irish is unparalleled, with search popularity peaking at 100, five times more than the next most popular country, the UK. It’s worth noting that there were reports that Proper No. Twelve was selling so quickly in Ireland that leading supermarket chain Tesco’s limited customers to two bottles per visit.

USA, Australia, and Canada also topped the data visualization – it also seems that his fight opponent Khabib’s home country Russian had consumer eyeballs on McGregor’s new drink venture coming in as the country with the 8th highest spike in consumer interest.

*A value of 100 is peak popularity of search globally, a value of 50 is half as popular.

RAW SEARCH TREND DATA

VISUALIZE THE LAST 30 DAYS OF SEARCH TRENDS AND RAW STATE DATA

HOW PROPER NO. TWELVE WENT FROM THE UNDERCARD TO BEING THE MAIN EVENT

Proper No. Twelve news began to circulate, and early in September Conor began the marketing with his handy cartel of social media accounts (44.1 million followers on just Instagram, Facebook, and Twitter). From these posts and the media flurry, you see the consumer interest overtake the other 3 brands in early September.

Following this, the UFC 229 press conference on 20th September and UFC 229 heavily sponsored fight on 6th October caused seismic bursts in consumer interest, represented in the chart below.

*A value of 100 is peak popularity of search globally, a value of 50 is half as popular.

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STUDY RESOURCES

DOWNLOADS AND DATA METHODOLOGY

DATA METHODOLOGY

Study data sources

BankMyCell accumulated all the top user search queries for volume per whiskey brand using AdWords keyword traffic planner data.

The 09/14/18 to 10/14/18 timescale was set to start before the announcement of Proper No. Twelve Whiskey and finish one week after the event to help visualize the highest and lowest points of data available.

U.S. subregion data was created by isolating all queries to the U.S within Google Trends where the search data displays single average figures per state for the whole timeframe of the study.

Interest over time query calculations

Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term.

Interest by subregion query calculations

See in which location your term was most popular during the specified time frame. Values are calculated on a scale from 0 to 100, where 100 is the location with the most popularity as a fraction of total searches in that location, a value of 50 indicates a location which is half as popular. A value of 0 indicates a location where there was not enough data for this term. Note: A higher value means a higher proportion of all queries, not a higher absolute query count.

RESOURCE DOWNLOADS

Download web optimized versions of infographics and charts in this study including the finalized data in spreadsheets.